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This is the deck of my presentation at Interaction 14. Here's the video: https://vimeo.com/86495316 UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer. Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations. This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
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THE SHIFT
Davide ‘Folletto’ Casali
UX DESIGNER AS BUSINESS CONSULTANT
UX Redirector Advisor
NIGHT.EU
Manifesto Ibridim a n i f e s t o i b r i d i . o r g
@Folletto
Who here already have a seat at the CxO / MD table?
2 / Canvas1 / Frame 3 / Drawing
0 / Foundation
Thanks to Jason Mesut
BARRIERS TO MAKE UX HAPPEN
Source: Making UX Happen survey of top 3 barriers (94 respondents)
Inertia and resistance to
change
Lack of senior-level client
sponsor for UX
Client doesn’t understand UX
processes
Client lack of vision, strategy
& business-case
Lack of resources
Lack of time
Lack of budget
Lack of commitment
to UXDriven by
technology & constraints
Consultant & agency
attitudes
Consultant skills &
experience
Politics & organizational
silos
Client doesn’t
measure or understand the value of
UX
Low stakeholder engagement Ineffective
communication & persuasion
My Client Does Not Understand Me
My Boss Does Not Understand Me
My ____ Does Not Understand Me
A story— a european telco 4 weeks projectovertimeoverbudgetfrustration
Solved with a 3 hour workshop
We love our craft, often more than results.
Anger. Frustration. Long days.
Misunderstandings.
We have met
the enemy
and he is us.
Different Reasons for Different People
HUGE EGO
IMPOSTOR SYNDROME
Early Red Flag: Any empty criticism against the client.
A design that doesn't get used is a failed
design by definition.
— THE SHIFT —
Use the core skills of designers on a different objective.
CONWAY’S LAWAny organization that designs a system
will produce a design whose structure is a copy of the organization's communication structure.
Designer Product
OrganizationDesigner Product
1 / FrameMINDSET
ROI (abbr.) 1. Return On Investment The earning power of assets measured as the ratio of the net income (profit less depreciation) to the average capital employed (or equity capital) in a company or project. Expressed usually as a percentage, return on investment is a measure of profitability that indicates whether or not a company is using its resources in an efficient manner. For example, if the long-term return on investment of a company is lower than its cost-of-capital, then the company will be better off by liquidating its assets and depositing the proceeds in a bank. Also called rate of return, or yield.
Budget (noun) An estimate of costs, revenues, and resources over a specified period, reflecting a reading of future financial conditions and goals. One of the most important administrative tools, a budget serves also as a (1) plan of action for achieving quantified objectives, (2) standard for measuring performance, and (3) device for coping with foreseeable adverse situations.
Bottom Line (def.) 1. Net Income After Tax 2. What is left after all is said and done.
Risk Analysis (def.) 1. Corporate: As a component of risk management, it consists of (1) Identification of possible negative external and internal conditions, events, or situations, (2) Determination of cause-and-effect (causal) relationships between probable happenings, their magnitude, and likely outcomes, (3) Evaluation of various outcomes under different assumptions, and under different probabilities that each outcome will take place, (4) Application of qualitative and quantitative techniques to reduce uncertainty of the outcomes and associated costs, liabilities, or losses.
Learn Their VocabularyScope Creep (def.) Small changes in a plan or project that necessitate other changes which lead to still more changes ... and so on.
Educate
Can you make the logo bigger?I need the 12 pages designed by Tuesday.
Can you do your design stuff on this deck?A week is enough right?
This is her idea and I just think it’s too brilliant to be bothered by rules.
It would save us a lot of trouble if we didn’t have to pay you.
Set ExpectationsHere’s what you are going to get: ____
A story— cross-country team for USA client KPI re-alignment projectno objective statedmiddlemenyes-men
Counter-pitched with a new approach
2 / CanvasCONTEXT
DESIGNER BUSINESSunderstand
Understand the Business ModelBusiness Model Canvas
Business NeedsTake the brief and identify the end-goal of the project in business terms.
CLIENT: We need you to design an app for our company.
ME: Okay. What would you like the app to do?
CLIENT: Keep me from losing my job.
Clients from Hell · January 14, 2014
The untold truth about the project: personal interests, company politics, etc.Hidden Request
Business Needs
A story— a european bank 1+ years contractRFP identical to existing activitiesthey wanted to replace existing agencyinternal power struggle
We stepped out
Who pays? Who gains? Who loses?
POLITICS
DESIGNER BUSINESStransform
Agency
Marketing
Client
Development / IT
One Team
Other
Rhythm
do
observe
think
dotL OOP
The Dot Loop, the simplest process possible (2010)
PLAN
1-WEEK ITERATIONS
DELIVERABLES DIFFERENT STREAMS
MILESTONES PHASESREVIEWS
A good project manager is your dearest friend.
3 / DrawingENVIRONMENT
Impact
Systems
Maintenance
Workflows
Backoffice Work
Other units
Other projects
Campaigns
Brand perception
WRITE
Write everything. Summarize & send to check. Have a clear call to action. Go for yes/no replies. If you use the text log against the client, you lost.
by Enrico Baldetti
Visualize Everything
Keep Iterating
Keep Setting Expectations
0 / Attitude + System Thinking
1 / Mindset· Vocabulary · Educate · Set Expectations
2 / Context· Business Model & Need · Hidden Request · Politics · One Team · Rhythm
3 / Environment· Impact · Write · Visualize
Is something missing? Contact me: @Folletto ;)
!
(I’m writing a book and looking for case studies and feedback)
“
”Bruno Munari
To complicate is easy, to simplify is hard. To complicate, just add,
everyone is able to complicate. Few are able to simplify.
Thanks.
@Folletto